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How Netflix Uses AI to Personalize Content for Individual Viewers
Abstract
Netflix dominates the streaming marketplace by implementing Artificial Intelligence (AI) to deliver personalized content using collaborative filtering combined with deep learning techniques. Reinforcement learning combined with natural language processing enables real-time analysis of user actions and emotional responses. The system refines its recommendations by applying matrix factorization and ranking algorithms to data from user play actions and skips. A/B testing confirms that these AI approaches increase user engagement while minimizing decision fatigue. The issues of algorithmic bias along with privacy concerns and filter bubbles remain unresolved according to studies. The use of AI by Netflix transforms content consumption and triggers ethical debates surrounding personalized entertainment.
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